Tag: Toyota Camry

For almost 17 years after Toyota ceased production of the Supra, the Japanese brand that once captured the attentions of younger consumers by offering more affordable sports cars became known as the most boring brand in the country. The stark difference from the 90’s and 2000’s were apparent as the lineup became primarily geared toward consumer vehicles and looking to the future with the Toyota Prius. It wasn’t until around 2017 that hope was rekindled within the car community, and that there were signs of exciting cars coming on the horizon.

When Scion closed it’s doors, the GT86 and Corolla iM, which is now the Corolla hatchback, joined the Toyota lineup in the United States ushering in a significant change for the brand, not only when it came to performance, but also appearance.

2018 Toyota Camry XSE

This all really begins in the fall of 2017 when the completely redesigned Camry started to hit showrooms across the country. The new XSE V6 trim would offer 301 hp with paddle shifters to go along with an optional two-toned exterior and red leather sports seats. Toyota lowered the roof which widened the interior, increasing shoulder room and giving the Camry more of a sports sedan feel rather than being a mid-size four door family car. Not present on most vehicles in the Toyota lineup, an aggressive black mesh grille added to the sporty appeal, which is something we hadn’t seen in many years. And also hidden in the fine print, an optional 360 degree surround view camera was offered, making the Camry one of the first sedans under $40k to have this feature. So not only is this the beginning of a new age for Toyota when it comes to performance, but technological advancements inside the cabin of their vehicles are slowly becoming present.

2019 Toyota RAV4

Then on the last week of March at the 2018 New York Auto Show, Toyota unveils their redesigned, rugged, and masculine RAV4, immediately drawing attention from automotive journalists. This crossover that was once your average family hauler, now takes on the appearance of a Jeep with square wheel arches but also has subtle design cues taken from Lexus as well. The new RAV4 has received some high praise over the last 6-8 months as some have crowned it the best crossover in it’s segment, which is arguably a very accurate statement when you look at the competitors. What’s setting Toyota and some Japanese automotive brands apart from the rest is that they’re getting creative and edgy with designs, whereas the Americans and even some German brands are becoming far too conservative in a time when innovation and change is being welcomed with open arms.

The RAV4 now looks like it’s the most off-road capable ever in it’s history, and with a variety of different trims like the Adventure and XSE hybrid, fun and higher quality appearances is the theme moving forward. But also, they’re staying relevant during the changes in consumer demands as performance and luxury are two aspects that car buyers want, at least for the foreseeable future.

2019 Toyota Corolla Hatchback

A few minutes earlier, the all new Corolla Hatchback was unveiled intriguing many fans of the manual transmission as it’s optional on the 2019 model. While the small 2 liter four cylinder engine that puts out 168 hp and 151 lb ft of torque isn’t exciting many younger drivers, it is however a throwback to the Japanese hatchbacks of the 90’s with a twist of modern features like 18″ alloy wheels, leather trimmed sport seats, and apple car play and Amazon Alexa compatibility on the XSE trim. While the Corolla hatchback may not be the most exciting car that Toyota has added in the last 2-3 years, they’re at least trying to appeal to car enthusiasts of all ages and that deserves some admiration.

This all leads us to 2019 and the new Toyota Supra. Did they really need BMW’s help to bring back the iconic sports car? Absolutely not. In fact, Toyota is more than capable of tackling this project on their own. However from recent history, they collaborated with Subaru to create the GT86, so it’s not really surprising that they’d look to a German manufacturer to produce the 2020 Supra.

Personally, I think Toyota has taken far too much criticism over the last few weeks, and car enthusiasts should take into consideration where this brand was just a mere 5 years ago. Not many people can honestly claim they foresaw the significant changes the brand was going through, and with rumors of a new MR2 and Celica possibly being on the horizon, car lovers should embrace Toyota for what they’re doing in a time when rivals like Ford are getting rid of sedans and hatchbacks.

At the end of the day judgment should be reserved until track tests and real life driving reviews begin to get released by automotive journalists. After we see how the new Supra performs, then criticism, skepticism, and disapproval can be voiced.

Ask any car enthusiast what their thoughts are on crossovers taking over the automotive industry and they’ll all reply with a worrying comment that it’s the end of cars and sedans. While the average consumer has become addicted to crossovers and brands who once only produced cars like Porsche, Jaguar, and Maserati catering to that demand, has certainly concerned gear heads. When Ford announced they were no longer selling the Fusion, Focus, Fiesta, and Taurus in the US, that’s when speculation went rampant that other manufacturers would follow suit. Despite the perception of dark times and the dominance of SUV’s, there’s been a small glimmer of light coming from unexpected brands who’ve made sedans once again appealing.

German auto manufacturers like BMW, Audi, and Mercedes Benz have committed themselves to producing crossovers in every segment of that market. It could be argued that while new models of SUV’s are being released almost every two or three years, their sedans have become quite stale, and are more of an afterthought and just a filler in their lineups. This has certainly exposed a weakness in what was once a German dominated luxury sedan market, and now there’s new players in the game ready to check in that are slowly turning heads.

2019 Volvo S60

2019 Volvo S60

The Volvo S60 was always priced in the mid $30k range, yet never got any attention because of an outdated generation that lasted almost a decade. With a complete redesign, the S60 now shares a similar appearance to it’s bigger sibling, the S90. Most importantly however, this Swedish sedan is now beginning to raise questions whether paying $40k for a base model BMW 330i or Mercedes Benz C300 is even worth the cost. With a price tag just under $36k, the S60 has the 330i beat by almost $4,500, which allows consumers to add packages to their S60 that might offer more features than what they’d get on a BMW 3 Series.

When adding the Audi A4 into the equation, the comparison in terms of price and standard features then become more interesting. However, Volvo still has the A4 beat because when we start looking at $40k+, the S60 T6 then comes into play, offering 316 HP and AWD. Optional technology and comfort features for the Volvo adds similar technology that can be found on the A4, making this a very tough decision for car buyers in this segment.

Also new for this generation is the 400 HP hybrid T8 engine that can be found in most vehicles in the Volvo lineup. Volvo claims the S60 T8 will do 0-60 in 4.4 seconds, and it’s going to be interesting to see how consumers perceive this performance sedan, as Swedish cars have never been known for their straight line speed.

The redesigned S60 is a breath of fresh air and has certainly taken this Swedish mid-sized luxury sedan to a completely different level than its predecessors, but it’s not the only sedan entering the market that’s ready to make a big splash.

Genesis G70

2019 Genesis G70

Much anticipated the last few weeks has been the arrival of the Genesis G70 models at dealerships. The all new entry level sedan for the Genesis brand is going to start just under $36k, and just like with the Volvo S60, undercuts its German rivals by almost $5k. But excellent pricing takes a back seat on this one, as the G70 comes with an optional manual transmission which should appease car enthusiasts. This good news could have been better had the manual transmission been paired with the optional 3.3L V6 engine that gets 365 HP instead of the 2 liter four cylinder engine, but as the saying goes, “You can’t have it all”.

The cost for a manual transmission on the Genesis G70 will set you back almost $46k, but you’ll get nappa leather seats and Michelin Pilot Sport 4 tires. Standard features for the G70 include: power front seats, dual-zone automatic climate control, an 8.0-inch touchscreen, and some safety features such as emergency automatic braking.

In an age of crossovers, Genesis’ decision to release another four door luxury sedan in their lineup to compete with the BMW 3 Series, Audi A4, and Mercedes Benz C300 is almost a throwback to what the automotive industry used to be. Before the days of crossovers, luxury brands would compete with each other in all segments of sedans, and between Volvo and Genesis adding legitimate competition into the mix of German luxury sedans, this is like reminiscing back to the old days.

Kia Stinger GT

Kia Stinger

The argument could be made that the Stinger GT isn’t a luxury car, and that’s completely understandable. However, the last few years we’ve seen the rise of sportbacks from BMW, Audi, and Mercedes Benz that’s begun to take the automotive design of four door cars by storm and has influenced the appearance of the current Honda Accord. Where the Stinger GT is priced, it takes on the Audi A5 Sportback and BMW 430i Gran Coupe and out performing both with it’s 3.3L V6 engine that gets 365 hp. This is the same engine that is offered on the Genesis G70.

The Stinger GT, for the time being and maybe even 5-10 years from now, could be a car we remember as being a risk taken by Kia that actually succeeded. While the Stinger was in the works for years, you could question whether brands like Kia are seeing the opportunity to sneak into the sedan segment and slowly take market share away from German luxury automakers who seem more focused on crossovers at the moment.

Genesis, Volvo, and Kia are taking the unconventional approach and putting time into the sedans they’re releasing. Despite Volvo having a crossover for every segment, they didn’t abandon their mid-sized sedan, and instead improved it unlike the current BMW 3 Series and Mercedes Benz C300. On a side note, BMW is working on the next generation 3 Series, and I’m interested to see what changes they make to take on new upcoming rivals. But this renaissance of sedans doesn’t just pertain to luxury or performance cars; this is quietly happening elsewhere.

Toyota and Honda

Earlier this year I raved about the 2018 Toyota Camry XSE V6. A sedan that gets 301 HP, an optional two-toned exterior with red interior, and paddle shifters. A sedan that got absolutely no love in the car community has certainly garnered some attention by drivers who want to have some fun behind the wheel, but not necessarily desire the stares from fellow motorists. The design is sleek, almost resembling a Lexus, which is most likely Toyota’s goal, and for the first time making this sedan attractive to consumers in any age demographic.

2019 Honda Insight

For the 2019 model year, Honda is reintroducing the Insight. Remember the days when this hybrid was a small two-door, computer mouse-shaped alternative energy vehicle in the early 2000’s? Or when the second generation took on the appearance of a Toyota Prius to try making strong gains in the hybrid segment? Well now it’s a four-door sedan that I’d argue is the best looking hybrid under $30k right now.

Built on the same platform as the Civic, the Insight gets many design cues from it’s compact vehicle relative which should draw in consumers who are on the fence of whether to purchase a gas powered car or make a commitment to hybrid technology. Highlighting the features on the Insight is its exceptional fuel efficiency with the LX and EX trims getting 55 mpg in the city and 49 mpg on the highway. The Touring trim will get slightly lower numbers due to the upgraded 17″ alloy wheels, but with a base price of just over $22k for the LX, this is one hybrid that’s going to the Prius a run for its money.

Despite the claims made by some automotive journalists and car enthusiasts, the four-door sedan isn’t going away anytime in the near future. If anything, the crossover craze has opened the door for manufacturers to not rush their products, and instead continuously improve the sedans they have in their lineups. Toyota still sells 200,000+ Camry’s per year, and Nissan has similar numbers with the Altima. There’s been no steep decline in the sales of these models over past decade, which should indicate that there’s still a demand for sedans in a crossover dominated automotive market.

For almost the past 20 years, Toyota has been looked upon as being the reliable, safe, and least fun brand in the automotive industry. Appealing to the average consumer rather than giving at least some attention to car enthusiasts can either be seen as smart from a business perspective, or a mistake by not creating an excitement that would extend to all car buyers. From an enthusiast’s perspective, utter the word “Toyota”, and there’s two cars that come to mind. The Supra and the Prius. Vehicles from two different extremes and eras, marked as either a car most recognized from Fast and Furious, or the hybrid that’s the bane of car lovers existences.

Toyota has made attempts through commercials the past three years to seem more exciting, as they released an ad for the Camry where two brothers are racing on the streets of Monaco. At the time, it didn’t make any sense why a brand that’s not recognized as being race oriented in the United States outside of Nascar, would try to change the direction of a brand despite the vehicles being no different than their predecessors. That all changed late last year with the introduction of the 2018 Toyota Camry XSE, and since then the brand that brought us the Supra and MR2 seems to be heading into 2020 with the potential of being a very fun and exciting automotive manufacturer once again.

2018 Toyota Camry XSE

Starting with the Camry XSE, Toyota surprisingly stuck with a V6 engine that gets 301 hp instead of following rival brands who are moving in the direction of turbocharged 4 cylinder engines. The XSE trim also comes with an optional two-toned exterior and red sports seats, which just feels really out of character for a Toyota vehicle. The only drawback is that fully loaded, the Camry’s price is around $40k, which many consumers have voiced their discontent as they believe it’s too high of a cost.

Around the same time the new Camry was hitting showrooms, Toyota added the GT86 to the brand, which was formally known as the Scion FR-S. A small coupe that has a cult following, it’s actually a fun and attainable car for young enthusiasts, and adding to the appeal is the list of aftermarket parts and modifications that can be done to the GT86 to enhance performance and appearance. Honestly, this little coupe is a throwback to what JDM culture was all about in the 90’s. I would never go as far to say that it’s this decade’s Honda Civic, but the GT86 does give you that sense of being a pure Japanese compact sports coupe.

Back in late March at the New York Auto Show, Toyota unveiled the all new Corolla hatchback which will come with an optional manual transmission. At this point, their vision for the next few years is becoming more clear as boring may no longer be an adjective associated with the brand. A few minutes later, the re-designed RAV4 was also unveiled and that’s when the energy in the room was lifted to a whole new level.

The new RAV4 is much more rugged than last generation, taking on the appearance of the Highlander, which was a very smart move by Toyota. For 2018 and beyond, crossovers are no longer just a family vehicle as the automotive industry is moving towards bringing either sporty or off-road elements to a segment that is actually quite bland. Toyota decided to go with more of the off-road look, which is a jab at Jeep. They’re also setting themselves apart from Ford, GM, and Honda who really haven’t drastically changed the styling of their crossovers. While it could be perceived as a major risk, Toyota could certainly be a legitimate player in stealing market share from rival brands in the crossover segment.

Lastly we have the long awaited arrival of the Toyota Supra which details have been leaked pertaining to performance and pricing. The new Supra is rumored to get a turbocharged inline 6 that gets 335 hp and 369 lb ft of torque, with a 0-60 time of around 4.5 seconds. Unfortunately as we all feared, it’s not going to be cheap. From the leaks, a starting price of $63,500 is to be expected. We won’t find out for sure until the 2019 Detroit Auto Show, but to know that the Supra is making a return is definitely something to look forward to.

The last 10-12 months for Toyota has certainly been exciting. Unfolding in front of our eyes the emergence of an auto brand that was once looked at as being dull or not cool to now being rather interesting and also a bit of a mystery. What is Toyota’s long term vision and plan? Is sports cars something we can expect from the brand moving forward, or is this a five year window of hope and change but then will fizzle out by the time we get closer to 2025? There’s so many questions that haven’t yet been answered, but for the time being, let’s take in the complete shift in culture at Toyota and enjoy every minute of it.

In the previous article of this mini-series where we take a look at Youtube marketing by car manufacturers, Hyundai was the center of attention, as their 15 second adverts gave no reason to consumers as to why they should buy a vehicle from the Korean automaker. Toyota now finds themselves in the BostonAutoBlog spotlight, magnifying Hyundai’s bland marketing campaign, by going one step further in advertising technology or features that all or most car manufacturers offer in today’s market. Toyota has always had a loyal following, but if their goal is to increase sales, they’re missing big in their recent onslaught of 15 second videos.

Before we analyze the video above; is this the state the automotive market is in right now, marketing pre-existing features that any car company offers? In this 15 second clip, LED headlights are the main focus, with the spokesman saying, “How do you make Camry’s headlights stand out even more? Skip ahead a few hours”. It sounds like a punchline to a corny joke, one which won’t break the ice if you’re at a table surrounded by strangers.

Most cars come with LED headlights or you can order them to modify the current car you own. Toyota’s LED’s can’t even hold a candle to three year old used Audis or BMWs which would be in the same price range as a new Camry. Worst of all, as a consumer, why would I be attracted to a Camry after watching this quick ad? Yes, by now we should all know Toyota’s reliability record, but there’s no need to start marketing features that buyers wouldn’t find relevant.

The corny jokes don’t end there, it continues with yet another quick ad. At this point, you have to wonder if the same marketing firm that worked with Hyundai, moved onto Toyota a few months later. Toyota’s are not known for their handling, and as someone who has driven a Rav4 in the past, you don’t feel very connected to the road. If great handling is the focus of the commercial, there needs to be actual footage, and not a guy playing with a toy car who then places it in the driveway.

While 15 second clips on Youtube are the norm for automakers now, less information about the vehicle being marketed is presented. Even though there’s a risk of viewers pressing the skip ad button, it would be better to extend these ads to 30 seconds to offer potential buyers selling points as to why they should buy a Rav4 or a Toyota Camry.

The last video worth highlighting, might just be the worst of them all. People who buy a Toyota Prius purchase them for one reason, it’s environmentally friendly. Toyota has been marketing the Prius like a race car, or during the Super Bowl, a getaway car. It’s time to go back to their roots and advertise the Prius for what it is. It’s not “agile”, it’s not “fun”, and it certainly doesn’t need racing decals as the car doesn’t deserve racing credentials.

What’s lacking in this commercial? Fuel efficiency. Isn’t that why people buy a Prius? What YouTube marketing has done is take common sense and a well thought out commercial out of the equation. There’s no selling points, no facts about what the car can do, no demonstration as to why it’s “agile”, and there are no legitimate reasons as to why I, or anyone else should buy one.

Hyundai and Toyota have made the ads that popup before watching a video cringe-worthy. These two manufacturers can offer better in terms of marketing to the masses, as their cars speak for themselves. Both their reliability ratings and customer satisfaction should be the main focal points of these ads, not the technology or features within the cars.

If Ford, Chrysler-Fiat, GM, Mazda, Kia, and Honda are watching, they should take notes. Hyundai and Toyota have left the door open for better YouTube advertising that grabs consumers’ attention, thoroughly goes over what their cars offer in terms of reliability, safety, and performance, and not worry about the technology within the vehicles. What is truly lacking in the automotive market is passion, emotion, and excitement.

We should get excited when we see your commercials. There should be a desire to want to drive and buy your vehicles. Every time your vehicle passes us by on the street, our first thought should be that great commercial you marketed that created an emotional connection. It’s time to start marketing your cars as if you love them as much as the consumer. Without passion, you become a Toyota who is trying to crack corny jokes, or Hyundai who is in an identity crisis as they’re not sure whether to brand themselves as a company that offers luxury vehicles, or a company that has reasonably priced cars for the middle class.

If someone walked up to you fifteen years ago and said that Subaru, Honda, Mazda, and Toyota were making four door sedans that rivaled the Germans, would you believe them? Or better yet, if that same person told you Audi, Mercedes Benz, and BMW were offering smaller vehicles with starting prices near $30,000, would you think they were joking? The reality is, in the year 2014 the Subaru Legacy, Honda Accord and Civic, Mazda 6, and Toyota Camry and Avalon are all on par with German luxury vehicles, but for a fraction of the cost. While the big three German auto manufacturers are entering the cheaper luxury markets, the Japanese and even the Americans are meeting them with top notch vehicles that might make you question your bias towards a certain car brand.

The fact that any car can have an LCD monitor, leather seats, a spacious interior, and great fuel economy, really begs the question on whether it’s worth spending $10,000 – $20,000 more to get the same package and luxury you’d find on what used to be inferior car brands. For many, the dream of owning a Mercedes Benz or BMW will never go away, but when we were kids, who could have foreseen a Honda, Toyota, Mazda, or Subaru with a luxurious interior? What was once exclusive to those who were affluent, can now be found on most cars that were seen as average. Luxury really has taken on a whole new meaning, but it doesn’t stop there. Performance is also another feature that can be found on four door sedans that were 15 years ago, a family oriented vehicle.

You can own a Subaru Legacy with a 265 horsepower V6 engine for around $32,000, almost $8,000 less than the Audi A4 that has a turbocharged four cylinder engine with 220 horsepower. I must ask the question again, is it worth spending the extra $8,000 on an Audi when you can own a Subaru with the same comforts and styling? The Chrysler 200 has a V6 option which supplies a whopping 295 hp, completely blowing away any of the Japanese or German four door sedans in the price range of $30,000 – $35,000.

But at the end of the day, all the driver really wants is reliability with a combination of some form of luxury, and Honda, Mazda, Subaru, and Toyota can offer that. These brands speak for themselves as they’ve been known for reliability for years, but now that they’ve put in nicer interiors, leather seats, and performance for competitive prices, it’s hard to see why you’d pay extra for a car that offers the same. The only major difference is the badge on the front of the car and the recognition that brand has that catches the eyes of bystanders.

Heading into 2015, the consumer is going to have a boatload of options in the four door luxury sedan market in the $30,000 – $35,000 price range. Luxury is what you make it; the auto manufacturers are just making cars that help steer you into their direction. Owning an Audi, Mercedes, or BMW is a major feat, but when you see cheaper options that may offer more, it’s hard to say no.